When King Digital Entertainment launched its eagerly awaited follow-up to the popular mobile game Candy Crush Saga, it looked far beyond Apple’s App Store to promote it.
Videos heralding the arrival of the Candy Crush Soda Saga blitzed 100m Facebook newsfeeds in a single day. TV spots aired in 20 countries and digital billboards were flooded with fizzy bubbles around the globe.
The multimillion-dollar launch illustrates that mobile gaming is no longer a poor relation of video games. Newzoo, a research company, forecasts that the mobile games industry, which it says has predicted global revenues of $30.3bn in 2015, is poised to overtake console games sales for the first time.
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